P9. Gift Budget Adherence and Price Discounts
This research suggests that people are more likely to spend extra money to adhere to their budgets when the budgeted purchase is sold at a discount if that budget is for a gift than if it is for the self.
Yuna Choe and Christina Kan (2018) ,"P9. Gift Budget Adherence and Price Discounts", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 902-902.
Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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